Breakout sessions dive into detail about specific topics that are top-of-mind for Forum attendees.

These highly regarded and anticipated breakouts include a wide variety of content and feature excellent presenters from some of the leading companies in the travel industry.

Micro Moments of Truth: How and Where Travelers Are Turning for Information 

Google recently studied the changing behavior of travelers and found that increasingly, people are turning to their smartphones for immediate answers to their travel questions. These new behaviors have had major implications on how we market to our customers within the consumer decision journey. Increasingly, our marketing needs to be there to answer these questions, as opposed to the more traditional method of communicating our key messages. The presentation will focus on how resort and travel destination marketers can keep up with these new mobile behaviors looking at specific examples and clear ideas on how to apply this research in your own marketing.

Presented by:

Sales 101: Peak Selling: Essential sales skills for the Mountain Travel industry

This workshop provides concepts and learning that need to be reinforced at all levels of professional sales, and are particularly important for salespeople new to the Mountain Travel industry. We will explore the importance of attitude, empathy, enthusiasm, and empathy as key behaviors that lead to success in sales, customer service, and hospitality.

Presented by John Morgan, President, Dialogue Business Strategy

Sales 201: Clearing the Gap: Selling the way between expectations and reality

This session is for experienced sales professionals. Topics include negotiation and conflict management, understanding how positions, intentions, and motivations influence the sales process. Making the jump from “order takers” to true sales managers and learning effective leadership styles to inspire and motivate sales people, manage partnerships, and build trusted relationships.

Presented by John Morgan, President, Dialogue Business Strategy

Chat Bots 

Coming soon to a contact center near you, Chat Bots are being deployed in the travel industry by airlines, hotels, ski resorts. Primarily for customer service for now, but for bookings and all types of service in the near future. How do chat bots apply to your business?

Presented by Mike Slone, Chief Experience Officer, Travelaer


The hotel industry has enjoyed nearly continuous growth for more than six years, but how much longer can this growth cycle last? This session will review the past winter season, with a focus on US and Canadian resort markets, and explore the reasons behind shrinking RevPAR growth.

Presented by Alison Hoyt, Director, Consulting and Analytics, STR

Reaching travelers on the platforms they use the most- Facebook and Instagram on mobile

Learn how to build your brand, drive bookings, and measure the impact on your business. We’ll show you how to reach potential travelers on the platform they use the most – their mobile device. You’ll see new research on how mobile impacts travel decisions. And finally, we’ll discuss Facebook’s people-based measurement approach that helps marketers understand their campaign's impact based on real people. Travel marketers can see how different campaign strategies deliver real business outcomes for their business, and compare ad performance across every channel.

Presented by Christine Warner, Travel Head of Industry, Facebook

Women’s Leadership and Empowerment 

Following up on our sessions last year, in 2017, MTS partners with Camber Outdoors to move the needle and provide true action steps. Camber Outdoors works to help companies in the outdoor industry attract, retain, and advance women for greater business sustainability and relevance. For the first time, Camber Outdoors will be developing strong relationships and partnerships with the ski industry by participating at MTS.

Presenters include:

  • Deanne Buck, Executive Director, Camber Outdoors
  • Kim Locke, Vice President, Strategy and Corporate Affairs, Lake Louise Ski Resort
  • Melissa MaherSenior Vice President, Global Partner Group, Expedia
  • Olivia Rowan, Publisher SAM Magazine

Fresh Tracks 

Get outside your comfort zone. We’ll be doing a design workshop where you’ll be re-thinking the sales experience from your customer’s perspective. It’s a totally fresh way to look at your strategy and plans. We’ll start in the conference room at the Fairmont Banff Springs and then trek out into the property for an interactive session before coming back to work as a team to quickly design a new strategy and approach. You’ll leave with hands-on experience in how to create a customer-centric approach, strategy and plan with your whole team.

Presenters include:

  • Amy Kemp, Cofounder, Camp 9600, Founder, ELEVATE (Co-working spaces), Founder, Mountaintop Media

Revving Up Your Profits

Airlines invented revenue management (known as Yield Management) in the 1980’s. By the 1990’s Marriott jumped on-board and hoteliers began to catch on. The ski industry has been slow to adopt progressive revenue management especially resort pricing for lifts, lessons and rentals and vacation rental properties. Take a deep dive into revenue management with experts who are leading the way.

Presenters include:

  • Evan Reece, co-founder and CEO, Liftopia
  • Ian McPherson, co-founder and CEO, Beyond Pricing.
  • John McEwan, Corporate Director of Revenue Management, Vail Resorts

Moderated by Douglas Quinby, Vice President Research, Phocuswright

The Journey Begins But it Never Ends: How to Turn First-Timers into Destination Travelers

Creating destination skiers and snowboarders doesn't happen overnight. Being effective requires collaboration among all aspects of the industry – resorts (local and destination), retailers, suppliers, instructors - who all play a unique role in converting neophytes into savvy travelers. All aboard. Join us for a lively discussion as we dissect this complex issue.

Presenters include:

  • Mary Jo Tarallo, Executive Director, Learn to Ski and Snowboard/Bring a Friend Initiative
  • Paul Pinchbeck, President and CEO, Canadian Ski Council

(*All breakout sessions are preliminary and subject to change)